Rhino Records, known for its repackaged musical collections, wanted to broaden its message while encouraging audiophiles to broaden their tastes.

So the record label directed Bomb Factory, Venice, Calif., to increase the size of ads from fractional pages to spreads and promote more collections.

"We wanted to let people to know that it's a good thing to have a variety of music," says Rob Palmer, who, like his partner Kate Flather, share both art director and copywriter titles. "We're going along the variety vein and the word 'sluts' just came up ... [Mark] Fenske spun it into 'hopeless.'*"

The other ad in the campaign promoted a series of collections under The Blues Masters label, which also uses an elegant typeface to convey the rough language of the headline: "The mothers and fathers of the bastard son Rock & Roll."

Ads ran in Rolling Stone and Spin, and Mr. Palmer says the targeted buy probably kept the ads from drawing any complaints over language.

Mr. Palmer, who has since left the agency, adds that working on Rhino had a nice